The third series of the critically-acclaimed Mad Men TV series needed to attract a wider audience. A big part of Mad Men’s untapped appeal was the show’s key character, Don Draper – a smooth-talking, hard-drinking, bed-hopping adman. Most people, if they were honest, would love to be at least a little like Don. So DraftFCB challenged Kiwi guys to see how they measured up to Don.

The outstanding copy does more than set up a comparison between audience and Don Draper. It talks to them in Don’s distinct alpha-male tone of voice – and at the same time, manages to inject a little tongue-in-cheek humour to help reward the reader. As a result, the launch night ratings for Season 3 of Mad Men were up 31% and the show’s share of audience increased by 88%.